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Discursive power in ethical value networks: an analysis of the South African wine industry

In: Ethical Value Networks in International Trade

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  • Kelle Howson

Abstract

This chapter explores the narratives which have emerged to explain the role of ethical certification in the South African wine industry. It investigates why South African wine producers enter EVeNs, how they conceptualise the role of certification in their operations, and what outcomes they hope to generate. In the commercialised plantation context of the South African wine industry the decision to adopt ethical certification is usually made by those with a significant amount of power. These actors have power not only in terms of employment and working conditions, but also in terms of the cultural construction of meaning. This latter form of 'soft' power plays an important role in dictating industry relations and reproducing inequities.

Suggested Citation

  • Kelle Howson, 2022. "Discursive power in ethical value networks: an analysis of the South African wine industry," Chapters, in: Warwick E. Murray & John Overton & Kelle Howson (ed.), Ethical Value Networks in International Trade, chapter 6, pages 94-111, Edward Elgar Publishing.
    • Handle: RePEc:elg:eechap:20138_6
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